Audi Unveils the All-New 2027 Q9 and SQ9 Flagship SUVs

[Source: Audi]

Audi has officially entered a segment it has never competed in before. With the introduction of the all-new 2027 Q9 and performance-oriented SQ9, the fans of the four rings now have a true full-size flagship SUV designed to compete directly with vehicles like the BMW X7, Mercedes-Benz GLS, Cadillac Escalade, and Lexus LX. More importantly, the Q9 represents far more than simply a larger Q7. Audi is positioning it as the new flagship of its entire portfolio, showcasing the latest in luxury, technology, lighting, and performance.

The Q9 also marks another milestone for Audi in North America. The company developed several features specifically with U.S. buyers in mind, from genuine three-row seating and substantial towing capability to the first U.S.-legal implementation of Audi’s Digital Matrix LED headlight technology. Meanwhile, the SQ9 takes everything a step further with a 591-horsepower twin-turbocharged V8 and performance credentials that rival some sports cars while still carrying seven passengers.

Audi’s New Flagship

Audi CEO Gernot Döllner calls the Q9 “the new flagship of the Audi portfolio,” saying the model elevates the brand’s premium positioning while redefining what luxury means through space, comfort, and technology. That philosophy is evident throughout the vehicle.

At 209 inches long with a 123.5-inch wheelbase, the Q9 is the largest production Audi ever built. Standard seating accommodates seven passengers, while buyers looking for maximum luxury can opt for a six-passenger layout featuring individual second-row captain’s chairs that transform the cabin into a business-class lounge.

Unlike many three-row SUVs, Audi emphasizes that adults can comfortably occupy all three rows. Every seat is power adjustable, and thoughtful touches including electrically folding rear seats, LATCH anchors throughout the rear seating areas, and easy third-row access show that practicality wasn’t sacrificed in pursuit of luxury.

The Most Luxurious Audi Interior Yet

The Q9 introduces several features never before offered by Audi. Perhaps the most noticeable is the available automatic power-assisted doors. Rather than manually swinging the doors open and shut, occupants can let the vehicle handle the work. Integrated sensors monitor for approaching vehicles, cyclists, and pedestrians, stopping the doors automatically if an obstacle is detected. Soft-close functionality completes the premium experience.

Above passengers sits the largest panoramic sunroof Audi has ever installed. Covering more than 16 square feet, the expansive glass roof floods the cabin with natural light. An available electrochromic glass system allows occupants to electronically adjust transparency across nine individual sections, eliminating the need for a conventional sunshade while helping control heat and glare.

Audi also paid close attention to the materials. Matte woods replace much of the glossy trim found in previous models, while fine Nappa leather, new natural wood inlays, ambient lighting, and color-matched interior surfaces create an upscale atmosphere. Even practical details received attention. This includes oversized cupholders designed for the large insulated tumblers popular in the United States, dual wireless phone chargers, and USB-C charging ports throughout all three rows.

Audi’s Biggest Technology Leap

Audi has long been recognized as an industry leader in lighting technology, and the Q9 moves that reputation forward once again.

For the first time, Audi is bringing Digital Matrix LED headlights with adaptive driving beam functionality to the United States. Already available in Europe for years, the system uses thousands of individually controlled micro-LEDs to continuously shape the headlight beam. Rather than simply switching between low and high beams, the headlights create precise shadows around oncoming vehicles while keeping the rest of the road brightly illuminated. The result is greater nighttime visibility for the driver while reducing glare for everyone else.

The Q9 also debuts another world-first technology: curved digital OLED taillights. Unlike traditional flat OLED panels, Audi’s new three-dimensional curved design follows the contours of the body while improving visibility from multiple angles. Owners can choose from eight different digital light signatures, while the lighting system also communicates with other road users through warning symbols and advanced exit-warning functions.

Another clever feature projects turn-signal graphics onto the pavement at night, making the vehicle’s intentions easier for pedestrians, cyclists, and nearby drivers to see. Ground lighting also welcomes occupants as they approach the vehicle while helping illuminate the area around the doors.

A Powerful New Q9

Powering the standard Q9 is a new 2.9-liter twin-turbocharged V6 producing 429 horsepower and 442 lb-ft of torque. Paired with an eight-speed Tiptronic automatic transmission and standard quattro all-wheel drive, the flagship SUV reaches 60 mph in an estimated 4.9 seconds while retaining a 7,700-pound towing capacity.

Adaptive air suspension comes standard, helping balance ride comfort with confident handling despite the vehicle’s size.

The SQ9 Raises the Performance Bar

While the Q9 focuses primarily on luxury, the SQ9 reminds everyone that Audi Sport still has performance in mind.

Its revised 4.0-liter twin-turbocharged V8 generates 591 horsepower and 590 lb-ft of torque, launching the three-row SUV from 0-60 mph in just 3.8 seconds. Audi says that makes it the quickest-accelerating three-row SUV in its class. Performance isn’t limited to straight-line acceleration.

The SQ9 introduces a new rear-biased quattro system capable of directing nearly all available torque rearward during spirited driving. An electronically controlled rear differential, brake torque vectoring, rear-wheel steering, staggered performance tires, and adaptive air suspension work together to give Audi’s largest SUV handling characteristics more commonly associated with much smaller performance vehicles. Drivers can further tailor the vehicle through multiple Audi drive select modes that adjust throttle response, steering, suspension, ride height, transmission behavior, and all-wheel-drive characteristics depending on road conditions or personal preference.

Technology Doesn’t Stop at Performance

Like the Q9, the SQ9 receives Audi’s newest digital cockpit and infotainment system. The Audi Digital Stage stretches across the dashboard with a virtual cockpit, a 14.5-inch center touchscreen, and a dedicated passenger display. Amazon Alexa integration, a head-up display, factory-integrated dashcam, and available Bang & Olufsen 4D audio system with 22 speakers and seat-mounted bass actuators round out the experience.

Audi also equips the flagship SUVs with an extensive suite of driver assistance technologies. Features include automated parking, trailer maneuvering assistance, 360-degree cameras, blind-spot monitoring, rear cross-traffic alert, exit warning, and hands-free Level 2+ highway driving on approved roads.

A New Chapter for Audi

Audi has offered luxury SUVs for decades, but the Q9 enters entirely new territory for the brand. Rather than simply stretching the Q7, Audi created a purpose-built flagship that combines genuine three-row practicality with technologies that preview where the brand is headed. From adaptive Digital Matrix headlights and world-first curved OLED taillights to power-assisted doors and a truly premium cabin, the Q9 showcases Audi’s latest thinking.

The SQ9 ensures enthusiasts aren’t left out of the conversation. With nearly 600 horsepower, sophisticated chassis technology, and unmistakable Audi Sport character, it delivers the performance expected of an S model while retaining the comfort and versatility demanded of a flagship family SUV.

Both models arrive at U.S. dealerships later this year, with the Q9 starting at $87,700 and the SQ9 beginning at $118,000 before destination.